When it comes to finding new apps, recommendations and top performer lists are big, but nothing beats search. Each time a user downloads an app, it’s more likely that they found it through an app store search than any other method. For that reason, it’s critical for app uploaders to ensure that their app is search-optimized.

An app that is designed to perform well in searches will earn new downloads cost-effectively, without any additional effort on the part of the creators. An app that isn’t search optimized, on the other hand, will face an uphill battle for its entire life cycle. All promotion will have to be done manually.

To avoid this fate with your apps, focus on the four main app store features below, and give your apps the help they need to succeed.

App Title
A made-up name is distinctive, it’s true, but a descriptive name is the best way to get ahead in search results. If your app creates custom workout plans, “Workout Customizer,” “Custom Workout,” or “Custom Exercise Plan” are all solid names from a search perspective. “Blue Lighting,” on the other hand, might sound cool, but tells searchers nothing about the product, and will likely be skipped or not recognized by those looking for a custom workout creation app.

When it comes to titling your app, it also pays to do your research. Don’t guess at what your target users type into the search box – instead, find out exactly what the most common search terms are in your niche so that you can name your app effectively. It may also be useful to do SEO research outside the app store platform just to get a better feel for the terms that matter to your prospective users.

Logo & App Icon
Make it attractive, make it clean, and make it memorable. If you are not a visual arts professional, find someone who is. You can use online freelancer platforms to hire an artist, or you can hold a contest with 99designs. Simple tends to be best with app logos/icons, but the most important thing is to project a credible image. A lot of apps are sunk by buggy designs and a lack of resources. A decent logo ensures that your app will stand out from the crowd as one to take seriously.

App Keywords
This note only applies to Apple’s App Store, but you need to choose your keywords carefully. You’ll already have done the necessary groundwork when titling your app, now you just need to implement what you’ve learned. Select the most popular, most relevant keywords, and your app will get a nice additional visibility boost in the applicable searches.

App Description
Your short description should very quickly state what your app does in the first couple of sentences. You’ll also want to generate interest so that people will click to read your long description. There, you can provide more details about the features and benefits of your app.

For our workout customizer, the short description might say “Custom Workout allows you to create your own personalized workout plan easily in a matter of minutes.” The long description could then contain a bulleted list of features (e.g. “includes cardio, weightlifting, and more” / “useful for all ages and fitness goals” / “connect with others and share your progress” / etc.)

With your app fully search-optimized, you’ll be ready to hit the ground running on launch day. Good luck!